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本文结合自身工作实践，利用 MBA 课程中所学的相关理论知识，首先对银
行保险概念和产生背景进行详细的阐述，全面分析了国内外银行保险发展历程和
现状。然后以 ZS 银行银行保险营销体系作为研究对象，通过定量分析法对 ZS
银行银行保险的发展现状和同业发展现状进行数据分析，认清 ZS 银行银行保险
发展所面临的困境。再次对 ZS 银行现有的银行保险营销体系全方位扫描，找出
ZS 银行代理保险业务营销体系中的产品、渠道、售后服务等方面问题所在。利
用 PEST 分析法对 ZS 银行银行保险的营销环境进行全面透析，基于综合营销环
境分析建立 SWOT 营销矩阵模型，得出 ZS 银行代理保险业务营销竞争策略。结
合SWOT矩阵模型运用4Cs营销理论对ZS银行代理保险业务营销体系进行有效
改进。主要从客户需求分析入手，以满足客户保险需求为目的的产品体系改造
以提升购买便利性为出发点的营销渠道建设。以降低客户购买成本为导向的销售
系统创新。通过本文对 ZS 银行代理保险业务营销体系改造的实证研究，能够帮
助 ZS 银行扭转当前的不利局势，在与同业竞争中提高自身竞争力，为 ZS 银行
的经营转型奠定良好的基础
关键词：银行保险，营销环境，营销体系，营销理论II
ABSTRACT
In the background of economic globalization and financial globalization, the
integration of bancassurance as a product of mixed banking and insurance business, is
a collection of channel innovation, product innovation, comprehensive financial
product innovation cooperation. In foreign countries, especially the developed
countries in Europe is the bank insurance industry has entered a mature stage of the
operating mode of financial group. At present, Chinese economy is in the economic
downward and the stage of market interest rates, banks face dual challenges of
declining profits and business restructuring, the bank insurance for bank restructuring
and development has brought new opportunities, the bank insurance business has
gradually become an important strategy for the structure optimization of intermediate
business income of commercial banks, bank insurance has become the inevitable
trend of development of financial integration.
In this dissertation, combining with the working practice, the relevant theoretical
knowledge in the course of using MBA, first elaborated on the bancassurance concept
and background, a comprehensive analysis of domestic and international banking
insurance development course and the present situation. Then taking the ZS bank
insurance marketing system as the research object, through quantitative analysis of
data analysis of ZS bank the bank insurance development status and industry
development situation, recognize faces ZS bank insurance development dilemma.
Once again the ZS bank&39;s existing bank insurance marketing system of full scan, find
out the insurance agency business marketing system of ZS bank products, customer
service channels, the problem of service. To conduct a comprehensive analysis using
the PEST analysis method of marketing environment of ZS bank insurance,
comprehensive analysis of the marketing environment established SWOT marketing
model based on ZS matrix, the bank insurance agency business Marketing
competitive strategy. Combined with the SWOT matrix model of 4Cs marketing
theory for effective improvement of insurance agent marketing system of ZS bank,
mainly through the analysis of customer needs, to meet customer demand for
insurance products transformation system. In order to enhance the convenience of
purchase as the starting point of the construction of marketing channels. In order toIII
reduce the purchase cost of sales system innovation oriented. Through the empirical
research on ZS bank insurance agent marketing system reform, can help ZS bank to
reverse the adverse situation, and in the competition to improve their own
competitiveness, to lay a good foundation for the ZS bank management
transformation.
KEY WORDS： Bancassurance, Marketing Environment, Marketing System,
Marketing TheoryIV
目 录
中文摘要I
ABSTRACT .... II
目 录.IV
第 1 章 引言......1
1.1 研究的背景.....1
1.2 研究的目的和意义.....1
1.3 主要研究方法.1
1.4 论文整体结构.2
第 2 章 银行保险的定义以及国内外发展研究 .........3
2.1 银行保险的定义.........3
2.2 银行保险产生背景.....5
2.2.1 内部环境因素..5
2.2.2 外部环境因素..6
2.3 欧洲银行保险发展历程和现状.........7
2.3.1 欧洲银行保险发展历程..........7
2.3.2 欧洲银行保险发展的现状......8
2.4 美国银行保险现状...10
2.5 亚洲地区银行保险发展现状...........11
2.5.1 中国香港银行保险发展现状12
2.5.2 台湾银行保险发展现状........14
2.5.3 日本银行保险发展现状........16
2.6 我国银行保险发展阶段与现状.......18
2.6.1 我国银行保险发展阶段........18
2.6.2 我国银行保险发展现状........24
第 3 章 ZS 银行银行保险营销现状分析......27
3.1 ZS 银行简介 ..27
3.2 ZS 银行代理保险营销业务发展现状分析 ..28
3.2.1 ZS 银行代理保险业务发展历程 .......28
3.2.2 ZS 银行代理保险营销业务自身数据分析 ...28
3.2.3 同业竞争银行数据分析........29V
3.3 ZS 银行代理保险营销问题分析 ......30
3.3.1 银保产品体系过于单一........30
3.3.2 销售渠道局限32
3.3.3 营销人员专业化分析33
3.3.4 银保产品售后服务体系分析33
第 4 章 ZS 银行银行保险营销综合环境分析.........
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